The End of the Navigation Menu? Optimising for Gen-Z | Conversion Catalyst

Traffic from AI assistants to retail websites surged 4,700% year-over-year in 2025 (Adobe Analytics). 43% of Gen Z start product searches on TikTok. 70% use AI tools for shopping. 62% prefer visual search over any other retail technology.

Your website was designed for Millennials who typed keywords into Google. Gen Z don’t type keywords; they have conversations, upload screenshots, and tap microphones. The navigation menu; the foundational UI element of every e-commerce site; was built for “Researchers” who browse categories. Gen Z are “Discoverers” who expect zero-friction, conversational experiences.

In this session, Marc Firth breaks down:

- Why Gen Z “Discoverers” need a fundamentally different on-site experience

- The Zero-Friction Funnel: why navigation menus leak Gen Z users

- The Conversational Playbook: multimodal search, intent-based personalisation, and LLM-ready architecture

- The Zero Click Brand Audit: three questions to test your site’s Gen Z readiness

- Live Q&A

For enterprise D2C marketing leaders (CMOs, VPs, Directors) preparing their sites for the next generation of customers.